Brief:

To promote both the Theatrical and Home Entertainment releases of Mr. Peabody & Sherman, Twentieth Century Fox requested an exciting and money-can’t-buy concept to be used for global brand and media partnerships. IMS wanted to create and coordinate a group-led prize for the winning families that offered a behind the scenes tour of an animation studio.

Solution:

This is a fantastic opportunity to see behind the scenes, learn about the movie industry and experience something that most people can only dream of. Following an official welcome meeting at the Andaz West Hollywood Hotel, all guests were taken on an exclusive VIP tour of the DreamWorks Studios. This tour is not usually accessible to the general public and this once in a lifetime opportunity gave movie fans, young and old, the chance to see behind the scenes of a working studio. During the tour our winners had the chance to see everything that goes in to making an animated film from start to finish including everything from the process of drawing characters on story boards to Motion Capture and recording voiceovers in the recording booths! Guests will also be treated to a screening of a DreamWorks movie in the comfort of their own private cinema in the heart of the studios. This will be followed by a delicious two-course lunch where many actors and directors who are working at the studios, choose to relax and refuel.

Results:

Marketed in thirty worldwide territories across multiple BTL channels including digital and social media this competition hit its target market of families and had a media value of over five million.

Quote:

“We were so excited to win this competition, DreamWorks was amazing! We had an exclusive VIP tour of the studio and it was so much fun and the kids loved it. IMS went over and above the call of duty to accommodate us and managed to secure an extra person on the trip so the whole family could be together! Thank you for this once in a lifetime trip!”